| Consumers are far more likely to respond to | | | | you could customize an offering like, "As a member |
| marketing that uniquely targets their interests or | | | | of the Writers Guild, we invite you to attend our |
| needs. This is one of the many psychological aspects | | | | seminar on how to create a sustainable career in |
| that must be considered when personalizing your | | | | Hollywood", to raise their level of interest. This type |
| email campaigns. Personalization can be highly | | | | of frame of reference is heavily reliant on relevance |
| effective, but also ineffective when your frame of | | | | and highly targeted to the consumer's interests, so |
| reference is out of order. Frame of reference is best | | | | you must keep that in mind when using such a |
| described as a collection of ideas that determine how | | | | technique. |
| something will be perceived, understood, or taken | | | | Drives Sales |
| into context. In this article, we will explain why it is so | | | | You also need to consider context when referencing |
| important to the email marketer. | | | | your products or services to customers as it could |
| Sets the Tone for Your Message | | | | be the difference between gaining and losing sales. |
| One way to better understand the importance of | | | | Several email marketers have found that one of the |
| your frame of reference is to look at the greeting | | | | best ways to end up on the favorable side of the |
| included in your marketing message. This salutation is | | | | fence is to reference certain items when |
| so crucial because it plays a huge role in determining | | | | communicating with customers. This usually involves a |
| whether the recipient will read your email in its | | | | product or service they either purchased in the past, |
| entirety, or hit the "delete" button. Context is critical | | | | or have shown strong interest in. Something like "We |
| here because the tone must not only match the | | | | hope you were able to make the most of our |
| contents of the message, but also the relationship | | | | training course", for example, might be a good way |
| between you and your audience. For example, a "Hi | | | | to drive additional sales. Use this technique correctly, |
| Bob", might be the perfect salutation if you are | | | | and you will have cross-selling and up-selling |
| marketing to a consumer, but not the correct way | | | | opportunities that allow you to follow up with |
| to greet a fellow business professional. Something like | | | | messages that highlight consultation, strategy |
| "Dear Mr. Johnson" would be a more appropriate | | | | planning, and other services you may offer. |
| frame of reference for business-to-business email | | | | Conclusion |
| messages, and most other communications as well. | | | | The frame of reference of your message is vital the |
| Piques Interest | | | | success of your email marketing campaigns. If your |
| Using affiliation is another way to make the most of | | | | audience cannot instantly grasp the idea in the |
| your frame of reference. If you are aware that | | | | context you intend without explanation, your |
| some of your customers are members of a certain | | | | approach to may be in need of some fine-tuning. The |
| organization or group, you can tie in that affiliation to | | | | responsiveness of your campaigns will provide all the |
| boost your email marketing efforts. For example, if | | | | answers you seek. |
| one of your clients is a member of the Writers Guild, | | | | |